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How can you build a customer-centric culture across different locations?

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Customer-centricity is more than a buzzword. It's a mindset and a practice that can help you deliver better value, satisfaction, and loyalty to your customers. But how can you foster a customer-centric culture across different locations, especially in a remote or hybrid work environment? Here are some tips to help you align your teams and processes around your customers' needs and expectations.

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Ricardo Chang

| Strategic Business Manager | BDM | Sales & Commercial | B2B & B2C | Disruptive Innovator | Mentor
Rizwana A.

Marketing Specialist ????
Disu Oshodi

Senior Card Service Specialist

1 Define your customer segments

The first step to building a customer-centric culture is to understand who your customers are, what they want, and how they behave. You can use data, feedback, and personas to segment your customers into groups based on their characteristics, needs, preferences, and behaviors. This will help you tailor your products, services, and communication to each segment and create more personalized experiences.

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Rizwana A.

Marketing Specialist ????
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It involves establishing a cohesive framework that prioritizes customer experiences while allowing for local adaptations. One effective approach is to define overarching company values centered around customer satisfaction & service excellence. Like, in the hospitality industry,Marriott International exemplifies this by instilling a customer-first ethos across its diverse portfolio of hotels worldwide.Standardized service protocols ensure consistency in quality,while empowering local staff to tailor experiences to meet the unique preferences of guests in each location.By fostering a culture where every team member is dedicated to delivering exceptional customer service, companies can build lasting customer loyalty and drive business growth.

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Disu Oshodi

Senior Card Service Specialist
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"They say life is like reading a book, those who don't travel read only one page". Diversity, Inclusion, Experiences and Travel. Get to relate with a number of people with cultures, differences and Ideas. That's why Individuals in HR seldomly have that issue. The are usually very cool in different environments. Always think smart, not necessarily Hard.

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Peter David

|| Customer Service Specialist || Administrative Assistant || Financial Audit ||
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Building a customer-centric culture across different locations requires consistent communication and training. First, I will ensure that everyone has a clear understanding of the company's mission, values, and goals. Second, I will create consistent customer service policies and procedures that can be followed in any location. Third, I will provide regular training on customer service best practices. Fourth, is to encourage feedback and ideas from employees at all locations. Finally, celebrate successes and recognize employees who go above and beyond for customers.

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2 Communicate your customer vision

Once you have defined your customer segments, you need to communicate your customer vision to your teams across different locations. Your customer vision is a clear and compelling statement of how you want to serve and delight your customers. It should align with your mission, values, and goals and inspire your teams to put the customer at the center of everything they do. You can use stories, examples, and metrics to illustrate your customer vision and show how it benefits both your customers and your business.

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Ricardo Chang

| Strategic Business Manager | BDM | Sales & Commercial | B2B & B2C | Disruptive Innovator | Mentor
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La visión del cliente se define como la orientación y el enfoque de su empresa hacia la satisfacción del cliente, estableciendo las expectativas y los estándares para todas las interacciones con los clientes Al tener una visión del cliente clara y convincente, las empresas pueden alinear sus esfuerzos y recursos para ofrecer un servicio excepcional que genere lealtad, satisfacción y recomendaciones positivas por parte de los clientes. Esta visión actúa como una guía para todas las actividades relacionadas con el servicio al cliente y ayuda a diferenciar a la empresa en un mercado competitivo.

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3 Empower your teams to act on customer feedback

Customer feedback is essential for improving your products, services, and processes and for measuring your customer satisfaction and loyalty. But feedback is only useful if you act on it and close the loop with your customers. To build a customer-centric culture, you need to empower your teams across different locations to collect, analyze, and act on customer feedback. You can use tools, platforms, and systems to share and track customer feedback and to enable your teams to respond, resolve, and improve based on customer input.

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Ivo Maciel

Founder & CEO
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In my experience this is really critical and yet often the management team at the senior/head office levels are unwilling to relinquish any control. This tends to come down to trust. Having trust in your employees to understand the parameters of acting on customer feedback and then giving them the support and freedom to make judgement calls in the moment is transformative for customer service businesses. With that in place, then it becomes imperative to find ways to record the feedback and the response, thus ensuring there is visibility of that data to look for patterns, opportunities and ways to improve customer experience overall.

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4 Recognize and reward customer-centric behaviors

Another way to build a customer-centric culture is to recognize and reward customer-centric behaviors among your teams across different locations. Customer-centric behaviors are actions that demonstrate your teams' commitment to understanding, serving, and delighting your customers. For example, you can recognize and reward your teams for solving customer problems, exceeding customer expectations, creating customer advocates, or generating customer referrals. You can use incentives, recognition programs, gamification, or peer-to-peer feedback to motivate and celebrate your teams' customer-centric achievements.

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Ricardo Chang

| Strategic Business Manager | BDM | Sales & Commercial | B2B & B2C | Disruptive Innovator | Mentor
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Brinda a los empleados en cada ubicación la autonomía y la autoridad necesarias para tomar decisiones que beneficien a los clientes. El empoderamiento fomenta la responsabilidad y la capacidad de respuesta. Implementa sistemas para recopilar feedback de los clientes en cada ubicación. Escuchar activamente a los clientes te permitirá adaptar tus servicios y productos de acuerdo con sus necesidades y preferencias locales. Proporciona capacitación adecuada a todos los empleados en cada ubicación para que comprendan la importancia de centrarse en el cliente y cómo pueden contribuir a ello. La comunicación clara y constante sobre este enfoque es esencial.

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5 Foster collaboration and learning across locations

Finally, to build a customer-centric culture, you need to foster collaboration and learning across your teams in different locations. Collaboration and learning can help your teams share best practices, insights, and ideas on how to serve your customers better. They can also help your teams learn from each other's successes and failures and improve their customer-centric skills and knowledge. You can use tools, platforms, and methods to facilitate collaboration and learning across your teams, such as online meetings, workshops, forums, newsletters, or podcasts.

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Oluwaseyi Akinpelu

Research Assistant & Ambassadors Coordinator at Helix Biogen Institute | Global Health Advocate | Bioinformatics, Vaccine Design, Microbiology & Molecular Biology Expert
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Finally, to build a customer-centric culture, you need to foster collaboration and learning across your teams in different locations. Collaboration and learning can help your teams share best practices, insights, and ideas on how to serve your customers better. They can also help your teams learn from each other's successes and failures and improve their customer-centric skills and knowledge. You can use tools, platforms, and methods to facilitate collaboration and learning across your teams, such as online meetings, workshops, forums, newsletters, or podcasts.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you build a customer-centric culture across different locations?

1

2

3

4

5

6

1 Define your customer segments

2 Communicate your customer vision

3 Empower your teams to act on customer feedback

4 Recognize and reward customer-centric behaviors

5 Foster collaboration and learning across locations

6 Here’s what else to consider

Critical Thinking

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How can you build a customer-centric culture across different locations?

1

2

3

4

5

6

1 Define your customer segments

2 Communicate your customer vision

3 Empower your teams to act on customer feedback

4 Recognize and reward customer-centric behaviors

5 Foster collaboration and learning across locations

6 Here’s what else to consider

Critical Thinking

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